Research On The Partner Relationship Management For Real Estate Enterprise’s Strategic Alliance

With the deepening of China’s housing reform and national economic development, realestate quickly grow and has become one of the pillar industries of the national economy.However, with the intensifying of market competition and the Implementation of a variety ofhousing control policy, the survival and external development environment of real estateenterprises increasingly become harsh. Strategic alliances can effectively integrate internaland external resources, adapt to rapidly changing external environment, rapidly increasing thecompetitiveness of enterprises, comply the rapid development of enterprises, achieve win-winbetween the alliance members and will also be effective in promoting the development of thewhole industry. Strategic alliance of the domestic real estate industry is still in the loose stage,concentration of resources, insufficient funds, poor ability to resist risks and seriousshort-term behavior of alliance have seriously hindered the development of China’s real estateindustry. From the perspective of the overall level of development, China’s real estatebusiness strategic alliance is still in the growth stage, the alliance’s success rate is not high, thealliance partner relationship management and strategic alliance partner selection is the mainreason for its failure, so this paper appears to be very necessary.This paper summarizes the rated theory of the real estate enterprise strategic alliance,analyzes the status of the domestic real estate strategic alliance and focusing on two problems.One problem is the selection and evaluation of real estate companies strategic alliancepartners. This paper uses the EAHP method to evaluate the coalition partners in order toimprove the scientific nature of the alliance partner selection. Secondly, this paper constructsthe partner relationship management system of real estate strategic alliance. This systemcontains the establishment of alliance partnership, the maintenance of alliance partnership, theevaluation of alliance partnerships and the adjusting of alliance partnership. Paper takes Wanda Group’s strategic alliance for example to study real estate business strategic alliancepartnerships from the empirical aspects. This study will be provide a useful reference to thereal estate business strategic alliance partner selection and relationship management, to reducethe rate of alliance failure.